The rat race ~ Trading 40 hours a week of our time in jobs that require us to work very hard in order to compete with others for money, power, status, ect. The only way we've been told to make a living. We've been told a lie! Even if you win the rat race you're still a rat.
This concept originated several years ago and has been revisited and mothballed countless times since. Coming up with an artwork to suit that we loved proved rather difficult and required some lateral thinking. We found the quote "The trouble with the rat race is that even if you win you're still a rat" by Lilly Tomlin an American actor / comedian and thought this had a lot of substance to it and what we were looking for in a slogan to convey what we were thinking. We abbreviated it slightly "even if you win the rat race you're still a rat"
The artwork obviously needed a rat as the focal point. We decided with a slogan that makes you stop and think for a second required the artwork to match. Que our Tibetan Buddhist monk rat. Rather then the artwork portraying a chaotic rat race image we decided to portray the slogan "even if you win the rat race you're still a rat" as the wise words / thoughts of someone / something that practises exactly that.
The life of a typical Tibetan Buddhist monk involves detachment from chaotic modernity, spent primarily in monasteries in the mountains spending hours a day meditating in their own thoughts the furthest thing from our modern rat race.
The rest of the artwork came together rather effortlessly after the focal image was finalised. A Chinese inspired back drop with some Asian inspired font and we think we have a winner, a personal favourite of mine ( Andy ) as this idea / concept had been such a long battle, to the point this concept was nearly done with completely. Timing is everything it so happens 2020 is the year of the rat in the Chinese zodiac, a little garnish with your pumpkin soup if you like!
Colours and garment selection took some time and is often the hardest part for us in the whole design aspect but with several alterations we think we have found the right balance. Premium relaxed fit petrol blue crew, heavy weight, 350gsm and 100% cotton French terry. Three colour back print in warm hues. As always these will be limited release in limited quantities.
Run your own race!